What is an “event count” in Google Analytics?

An event count in Google Analytics 4 tracks actions taken on your website, such as form submissions, purchases, video views, and other interactions.

For example, you may want to track how many times people open, close, and submit a form on your website. In that case, you would set up the parameters form_open, form_close, and form_submit as events. 

Event counts are broadly categorised as:

  1. Enhanced measurement events: These include interactions with your site’s content, such as scroll depth, downloads, etc.
  2. Automatically collected events: These are automatically collected metrics such as ad or video clicks, impressions, purchases, etc.
  3. Custom events: These are custom events of your choice, like video engagement or coupons applied.
  4. Recommended events: These are events recommended for use cases like customers adding payment info, refunds, or returning a product.

Why event counts in Google Analytics are useful

  1. They collect granular data: Custom events reveal some of the finer details of specific customer actions, such as product views, wishlist additions, and abandoned carts. These details can help you understand how visitors are interacting with your ecommerce store in real time.
  2. They identify drop-off points on your website: Events can help you identify where customers are dropping off in the checkout process, so you can fix and optimise pages that are causing friction.
  3. They can lead to better business decisions: For example, if a product page is seeing a lot of traffic but not many sales, that’s your cue to review positioning, price, or page design.
  4. They help you grow your owned lists: Monitoring sign-up form interactions can help you identify opportunities for improvement, increase subscriber numbers, and expand your audience.

With a marketing automation platform like Klaviyo, you can create custom sign-up forms, add them to Google Analytics, and use event count to obtain metrics like: 

  • How many visitors viewed your form
  • How many completed the sign-up process
  • How many closed the form

Use this information to expand your SMS or email lists and set up personalised flows for those who have signed up.

Sign up for Klaviyo and make the most out of event counts to generate more revenue.

Additional resources